I am grateful to my former teacher, Professor Martin Eve for drawing attention to an extraordinary document from the University of Warwick, which endeavours to ensure all communications from said institution are at once Provocative, Curious and Optimistic.
Nah, me neither. But, as an example, we are entreated not to say something as anodyne as “Scientists make breakthrough in development of fridge-free storage for vital medications”. Now, I would have thought that was rather a good thing for a university to announce, for any number of reasons. No, instead the headline should be: “Medication proteins so stable, you can pop them in the post.” You know, like sweeties. And, at all times we should operate under the banner of Beyond; indeed, “Using ‘Beyond’ as a subject noun makes ‘Beyond’ an entity that is actively driving change.”
So, not only childish and inane, but consciously anti-literate as well. Warwick is the 74th-best university in the world, you know. God help the rubbish ones.
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